Remember that blogging is just one instance in which you can create great content to achieve business goals. Whatever your platform or format, make sure content is authoritative, written by the best people and original.

It's certainly not going to be easy for Nike to distance themselves from Pistorius. And they won't be helped by having Nike adverts appear next to editorial stories of brand ambassadors caught up in all sorts of trouble. But this is going on every single day in markets across the world. Due to the nature of online advertising, once an advert is sent out from the original advertiser, they basically give up their control of where the content lands.

Advertising makes brands famous. But how do you earn attention if you don't have a huge budget to amplify your message? How do you punch above your weight and get noticed by your peers and clients?

Every business has now become a publishing company, whether they like it or not. Today, every company is responsible for providing content for the media channels which they own. Whether they commission material from partners, suppliers and industry experts or create their own, every business requires good content.

Marketing is no longer purely transactional. Historically, the major measure to assess whether a company's marketing was effective, or not, was Return On Investment (ROI). A company would undertake, for example, a direct mail campaign and the metrics they would look at were the number of responses and deals done.

In this dynamically changing industry, we are seeing many traditional titles move online only, and a host of others looking to enhance their online presence and digital strategies.